In the strangest digital entertainment development in recent memory, Kevin Federline -- the former Mr. Britney Spears -- has launched his own branded search engine in partnership with Web media firm Prodege.com.

Powered by Yahoo, the searchwithkevin.prodege.com search engine automatically registers each person conducting a Web search from the portal for a chance to celebrate K-Fed's birthday with him on March 21 and March 24.

The stunt is part of the promotion for K-Fed's "Playing with Fire" album. Prodege.com creates custom Web search portals for companies and other brands. Other celebrities with branded search engines include Hinder, Wynonna, MeatLoaf, and Andrew Dice Clay.